A quick, 17-slide social media strategy for Uber!

2. TABLE OF CONTENTS
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Source: https://latestautocar.com/cool-4-door-cars/nice-
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gallery/

3. Our brand is a professional driving service that allows people to travel from one
place to the next quickly and cheaply.
Our priorities for social media in 2018 will be increasing awareness for Uber Eats
and keeping our image positive.
Our primary focuses will be to increase our Uber Eats advertising and engaging
with consumers via social media to share positive journeys.
Our major social media major strategies are:
1) Increase Uber Eats related posts
2) Actively seek out interactions with consumers

4. Presenting an audit of Uber’s social media presences as of October 7th 2017.
Social Media URL Follower
Count
Average
Weekly
Activity
Average
Engagement
Rate
Twitter Twitter.com/uber 833,000 5 posts per
week
2%
Facebook Facebook.com/uber 15,116,254 4 posts per
week
3%
Instagram Instagram.com/uber 604,000 2 posts per
week
5%
Social Media Assessment:
Instagram has the highest engagement rate, yet the lowest follower count. Increasing
effort to raise the follower count would be beneficial. Facebook reaches a wide audiences,
so increasing community and participation on that site should be encouraged.

5. Social Media Volume – Unique
Visits
Percentage of
Overall Traffic
Conversion Rate
Twitter 1000 30% 2.8%
Facebook 10,000 60% 3.1%
Instagram 400 10% 0.4%
Measured by monthly average, from October 7th 2016 to October 7th 2017. Note, this is
what I think it would look like.
Traffic Assessment:
Facebook is clearly the largest traffic source for our
company. The conversion rate is just above Twitter
and far above Instagram. Through we earlier
established that there is high participation through
Instagram, the number of unique visitors and the
conversion rate is low for that site.

6. What I believe a survey would look like if distributed in May/June via email
Age
Distribution
Gender
Distribution
Primary Social
Network
Secondary
Social Network
Primary
Need
Secondary
Need
59% 18-30
21% 31-40
11% 41-55
9% 55-60
60% Female
40% Male
54%
Facebook
28% Instagram
18% Twitter
50% Instagram
38% Facebook
12% Twitter
Getting
from one
place to
another
quickly
and
cheaply
Make
extra
money if
you are
the one
driving the
uber
Audience Demographics Assessment:
The majority of the survey respondents were between 18-30. Facebook and Instagram
are their main social media sites, while cheap, quick transportation and extra cash are
their main needs. Instagram should be the main focus for growth, as many of our
consumers use the site as a main or secondary social network.

7. Competitor Name Social Media Profile Strengths Weaknesses
Lyft Instagram Aesthetically
pleasing, higher
consumer-response
rate
Not much diversity in
images, little
connection
between images
and captions
Curb Facebook Reliable, allows for
scheduling
Little-known, far less
followers than Uber,
relatively new
Competitor Assessment:
Lyft is Uber’s greatest competitor. We could learn from their aesthetically
pleasing and precise, maintained style. However, they do not relate their
images with their captions and promotions are not well-advertised.

8. Our 2018 focuses are to increase Uber Eats awareness and consumer
engagement with our social media.
Specific Objectives:
1) Increase our social media engagement rate by 20% in 6 months
a) Increase our brand awareness through more Facebook Posts
b) Increase responses to consumers in order to inspire more questions/comments
2) Increase Instagram followers by 2000 in 6 months
3) Create special hashtags to connect followers across platforms
and build community
http://www.wmmlegal.com/just-
say-no-to-texting-and-driving
http://www.nacs.org/email/html/OnCamp
usResearch/OCR_Newsletter_041713.html
#UberTraveler
KPI: More comments and followers
Key Message: We are an engaging, reliable brand that
understands our consumers

9. Uber is a brand focused around the positive experience of traveling
with a fun-loving persona targeted to a younger demographic (18-
40).
Voice:
Positive, funny and engaging
Persona:
Creative, exploratory, adventure-seeking and powerful

10. Strategies:
Paid: Uber will boost Uber Eats posts to increase views
Owned: Use our new hashtags (including #UberTraveler) across all social media and reply more
frequently to consumers through social media
Earned: Share positive reviews of Uber through Tweets and Facebook
Tools:
Approved (what I believe should be): Rejected: Existing:
Hootsuite N/A Unknown
Buffer

11. Holiday (any driver may work whatever days they please): International Events:
Christmas N/A
Labor Day
Thanksgiving Reporting Dates:
Quarterly Reports during
January, April, July, October

12. Social Media Roles:
Chief Brand Officer: Bozoma Saint John
Social Media Director: Amy TBA
Twitter Manager: Basil TBA
Instagram Manager: Clair TBA
Facebook Manager: Deborah TBA
Social Media Policy: Our policy is to maintain a friendly, positive and informative persona paired with a
fun, engaging voice. We welcome all consumers and treat everyone respectfully, while maintain a
professional standard for our drivers.
A few key points:
Stay friendly and approachable
Remain respectful and informative
Be positive, yet sensitive to delicate topics
If unsure of a post, always receive a second opinion from a higher-up

13. Scenario One: Uber Driver Blamed in Crash that Killed Passenger
Step 1) Halt all social media activity
Step 2) All social media managers consult with Social Media Director to discuss impacts
Step 3) Decide on a sympathetic message together, later to be approved by Chief Brand Officer
Step 4) Publish same message on all platforms
Step 5) Continue publishing serious and sympathetic messages until crisis is determined to be
over by Social Media Director
No preapproved messages applicable

14. Scenario Two: Facebook publishes an insensitive post
Step 1) Screenshot post, then delete post from Facebook
Step 2) Consult Facebook Manager on damage
Step 2) a. If little to no damage, allow Facebook Manager to decide next post
Step 2) b. If post seen by many people with a large amount of damage, consult social media director
Step 3) The social media director will decided next post
Step 4) All social media managers meet with social media director to maintain a consistent message
across all social media platforms
No preapproved messages applicable

15. Growth I expect to see after 4 Months
Date: February 7th 2017
Website Traffic Sources Assessment
Source Volume % of Overall
Traffic
Conversion Rate
Twitter 1200 - 20%
growth
35% 3%
Instagram 500 – 25%
growth
12% 2.4%
Facebook 12,000 – 25%
growth
65% 4%

16. Social Network URL Followers Average
Weekly Activity
Engagement
Rate
Twitter Twitter.com/ub
er
900,000 – 5%
growth
10 posts per
week – 50%
growth
5%
Facebook Facebook.com
/uber
16,000,000 – 8%
growth
8 posts per
week – 50%
growth
6%
Instagram Instagram.com/
uber
614,000 – 4%
growth
5 posts per
week – 55%
growth
7%
Social Network Data
We have had positive growth all around. Our Instagram account has grown by 4% and has the
highest engagement rate at 7%. We are posting more original content as well as replying and
retweeting more often to encourage engagement within the community.

17. #UberTraveler Performance:
Between six months the hashtag was used 2880 times on Twitter, 3485 times on Facebook and
2019 times on Instagram
Using this hashtag has increased consumer community by 9% so far
KPIs:
We have a stronger community and continue to be positive and adventure-seeking.
The hashtag is still strong and we may wish to incorporate more in the future
Buffer and Hootsuite are working well with our increasing number of social media posts
Future Actions Proposed:
Keep up #Ubertraveler, potentially introduce more hashtags
Continue retweeting, replying and mentioning in order to maintain a community